MKT501 Marketing for Managers (8)

Marketing is used by managers to identify and develop markets and align the organisation's resources to achieve its business goals. The key focus of marketing activity is to research and develop an understanding of the needs and wants of consumers and the evolving nature of markets in a complex, diverse and rapidly changing globalised world. This subject will introduce managers to foundational ideas and theories that explain why marketing is an essential activity in any organisation. Students will also investigate and critically discuss how marketing practice operates within a dynamic contemporary marketplace

Availability

Session 1 (30)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Online
Bathurst Campus
Session 2 (60)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Session 3 (90)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Online
Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT501. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Business

Enrolment Restrictions

Postgraduate students only. Not available to students who have completed MBA503, MKT531 or MKT571.

Subject Relationships

MBA503 Paired Subject
MKT571 There is a significant overlap in content.
MKT531 Paired Subject

Incompatible Subjects

MBA503, MKT531, MKT571

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to assess and explain the nature of marketing practice in organisations;
  • be able to find and evaluate relevant and important information about organisations, their industries and marketplaces from secondary sources;
  • be able to apply the elements of the marketing mix including brand management to a range of audiences within business to business (B2B) and/or business to consumer (B2C) markets, and make recommendations for decision makers;
  • be able to evaluate the key marketing concepts of segmentation, targeting and positioning (STP) and analyse an organisation's approach to STP; and
  • be able to identify and critically evaluate how mega trends and issues related to digital transformation, society, sustainability and business ethics might affect marketing strategy and tactics.

Syllabus

This subject will cover the following topics:
  • Introduction to contemporary marketing practice;
  • The marketing environment: Market based trends and issues
  • Market research;
  • Markets; customers and consumers;
  • Segmentation, targeting and positioning;
  • Digital marketing; and
  • The contemporary marketing mix including brand management

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT501 in Session 3 2021. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value %
1
The "living" case study
20
2
Segmentation, target market and positioning (stp)
45
3
Evaluating marketing strategy and recommendations
35

The information contained in the CSU Handbook was accurate at the date of publication: March 2022. The University reserves the right to vary the information at any time without notice.

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